Stories of Market Research: The Insightrix Podcast Ep. 12 - Market Research & Prototype Testing

Stories of Market Research: The Insightrix Podcast is back again with a brand-new episode to get you through those summer days. In our latest episode, Market Research & Prototype Testing, Duncan is joined by our Research Director, Lang McGilp, as co-host to speak with episode guest, Ben Jacobson. Ben is a partner at Conifer Research, a design research consultancy in Chicago that does has worked in prototype testing with brands that include Samsung, Pepsi, Nestle Purina and BP. On the episode, Duncan, Ben and Lang look into just what the practice to prototype testing is all about, Ben tells some stories and relates some of his experiences when it comes to the do’s and don’ts of prototype testing and looks forward to give his ideas of when the practice of prototype testing, and market research in general, is going in the future. If you’d like to learn more about Conifer Research and the work they do, check out their website - coniferresearch.com. There, you’ll find a link to the Research RX tool that was described in the episode. Insightrix Research releases new content regularly! Check out the Insightrix blog roll (insightrix.com/market-research-industry-blog/) for informative articles about everything and anything market research related. You can follow Insightrix on social media on Facebook, Twitter and Instagram, and subscribe to our YouTube channel to make sure you never miss a video. You can also access Stories of Market Research: The Insightrix Podcast on your favourite podcast player app, including Apple Podcast, Stitcher and Google Podcast. Make sure to subscribe to be notified the moment a new episode is published! Transcript: [00:01] Episode introduction [01:29] Theme music [01:53] Duncan welcomes Ben and introduces episode co-host, Lang [02:17] Ben speaks generally about prototype research and describes his company, Conifer Research, and they ways they work to benefit their clients. [08:01] Ben discusses some of the barriers he and his company face in working with clients and doing the research they do. [10:57] Ben gives some examples of how prototype testing has help his clients in the past. [16:25] Ben discusses some of the benefits to engaging in prototype testing. [20:31] Ben speaks about co-creation, ways it's done and its benefits and drawbacks. [29:41] Advertisement - Insightrix AdCheck (http://offers.insightrix.com/insightrix-ad-check) [31:12] Lang asks Ben to describe some of the pitfalls to watch out for when engaging in prototype research. [34:47] Ben looks ahead and describes where he thinks the future of prototype research is heading, as well as market research in general. [39:39] Ben and Lang discuss the pros and cons of observational research vs. big data. [43:10] Ben speaks about some of the opportunities that may develop in the fields of market research. [45:56] Ben talks about some of the places people can get started in learning more about prototype research and design research. [48:00] Ben describes Research RX - a tool on the Conifer Research website that helps Conifer learn more about their clients' and potential clients' research needs. [50:00] Ben provides some closing thoughts. Duncan, Lang and Ben say goodbye. [52:00] End interview segment. Interstitial music. [52:10] Episode outro. Duncan thanks Ben and Lang for appearing on the podcast, provides more information on Conifer Research and how to contact them, as well as contact information for Insightrix Research.